In this chapter you have learned that persuasive communicators set top-level strategy, structure their arguments, and sometimes even apply advanced persuasion techniques, all while keeping their appeals ethical and fallacy-free. You should be ready now to begin practicing and applying the persuasive competency.

You will have opportunities every day in business to influence how other people around you think, act, and make decisions. In this section, you will find strategies for writing two persuasive messages in business: request for funds and the “one-pager” proposal.

Message Strategy: Proposing an Idea

Another kind of persuasive appeal common in business is proposing new ideas. Especially when a new idea is big or complex, there can be a lot to for a decision-maker to consider. So it is helpful to have a proposal in writing. But at the same time, it probably isn’t a good use of your receiver’s time to read a full-blown, lengthy feasibility report. It probably isn’t a good use of your time to write one until there is agreement that the basic idea is a good one.

Therefore, decision-makers will sometimes tell employees pitching good ideas to “give me a one-pager.” A one-pager is a clear and concise proposal contained on a single sheet of paper or single presentation slide. It is a document that is easy to read, understand, and share. It also can be a tool to get initial buy-in for proceeding with a more complete proposal.

Here are tips for writing a request for writing one-pagers:

Use a Template

Templates are preformatted documents specifically designed to accomplish a goal. Finding a good template will save you a lot of time designing and formatting the document. Chances are, it also will make your one-page look more professional. There are dozens of different templates for one-pagers online. Some companies even have their own preferred templates.^[1]

Write an Assertion-Style Title

The title of your proposal one-pager should be written as an assertion. (See the Putting it into Practice section of the Evidence-Driven chapter if you need a reminder). The title should make the major persuasive argument of your proposal.

Provide a High-Level Summary

A one-page needs to be concise. So summarize your supporting claims and the most important evidence that support those claims. This can usually be done with a bulleted list or very short paragraphs of one or two sentences each.

Visualize Your Most Powerful Evidence

People’s eyes are drawn to images. So highlight your most powerful evidence visually. Ask yourself, “What is my most persuasive evidence?” and “What will be most likely to influence my receiver?” Usually, a well-designed chart or graph is most persuasive. But occasionally, a photograph or block quotation might be even better. Whatever visual evidence you choose, help your receiver interpret it correctly by writing detailed, persuasive captions that advance your argument.

Cut the Clutter

Your persuasive title and your persuasive visualization will likely be the most visible things on the page, and the ones the receiver will use to form their initial impression. So it is important that you do not obscure that message with clutter. You want your document to look attractive and professional. With only one page, that means there isn’t room for extraneous information. Make sure that everything you use, including graphics, contributes meaningfully to your message.